Algılanan Gastronomik İmajın Davranışsal Niyete Etkisinde Mutfak Deneyim Memnuniyetinin Rolü: Mersin ve Adana’da Yaşayan Yerli Halkın Bakış Açısı

Yıl 2024, , 68 - 88, 29.03.2024

Ozan Güler , Neslihan Şimşek , Ümit Sormaz

https://doi.org/10.24010/soid.1320226

Öz

Bu araştırmanın amacı, deneyimlenen destinasyon yemek imajı, mutfak deneyim memnuniyeti ve davranışsal niyet arasındaki ilişkileri araştırarak, mutfak deneyim memnuniyetinin aracılık rolünü ortaya koymaktır. Kolayda örnekleme yöntemiyle Mersin ve Adana’da yaşayan 291 katılımcıdan anket yoluyla elde edilen veriler, Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Ortaya çıkan bulgular yerli halkın mutfak deneyim memnuniyetini anlamlı olarak etkileyen temel değişkenlerin yemeğin lezzeti ve kültürel deneyim faktörlerinin olduğunu göstermektedir. Katılımcıların mutfak deneyim memnuniyetini etkileyen yemek imajı boyutlarının doğrudan davranışsal niyet oluşturamadığı, bu noktada mutfak deneyim memnuniyetinin bu ilişkide tam aracı rolde olduğu görülmektedir.

Anahtar Kelimeler

Yemek imajı, Mutfak Deneyim Memnuniyeti, Gastronomik Deneyim Memnuniyeti, Davranışsal Niyet

The Role of Culinary Experience Satisfaction in the Effect of Perceived Gastronomic Image on Behavioral Intention: The Resident Perspective Living in Mersin and Adana

Öz

The aim of this research is to reveal the mediating role of culinary experience satisfaction by investigating the relationships between the experienced destination food image, culinary experience satisfaction and loyalty variables. The data obtained by questionnaire from 291 participants living in Mersin and Adana using convenience sampling were analyzed with Structural Equation Modeling (SEM). The findings show that the main variables that significantly affect the culinary experience satisfaction of the locals are the taste of the food and the cultural experience factors. It is seen that the food image dimensions that affect the participants' culinary experience satisfaction do not directly create behavioral intentions, and at this point, culinary experience satisfaction has a full mediator role in this relationship.

Anahtar Kelimeler

Food image, culinary experience satisfaction, gastronomic experience satisfaction, behavioral ıntention.

Kaynakça

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